91% of consumers read information on food packaging. But what information are they looking for exactly? The latest Taste Tomorrow research shows that the listed ingredients grab the eye first. 64% of consumers state that information matters most on food wrapping. No wonder the clean label trend is booming.
Consumers favour products with a short list of ingredients, and therefore with a ‘clean label’. They look for food items without preservatives (checked by 43% of consumers) and artificial flavourings and colourings (checked by 39% of consumers). But the definition of ‘clean label’ is expanding beyond just the number and type of ingredients, with 39% of food shoppers looking for information on the source of ingredients. Labels need to be clear as well as clean.
Get inspired by these five food brands that have fully embraced the clean label approach:
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